Which principle is costing you the yes?
See the principles you rely on, and the one you overlook.
The Influence Assessment answers that in about 12 minutes: a personalized profile that scores your persuasion skills across all 7 Principles of Persuasion, and shows you the single fastest way to become more influential at work.
Built on the research of Dr. Robert Cialdini, one of the most cited social psychologists in the science of influence, and developed by the Institute he founded.
Take the Influence AssessmentBecause you can't improve what you haven't measured. About about 12 minutes, and your results are personal to you.
At a glance
- Who it's for
- Anyone who wants to know how they persuade, and where they fall short
- Free profile
- 16 questions, about 12 minutes · your scores across all 7 principles and your two strongest levers
- Mastery Test
- $49 · 48 questions, about 30 minutes · Dr. Cialdini's coaching report, a 30-day mastery plan and a PDF yours for life
- Built on
- Dr. Robert Cialdini's research, developed by the Institute he founded
How the Influence Assessment works.
No preparation. No long form. Just answer honestly and your personalized profile is ready when you finish, usually in about 12 minutes.
Respond to a short set of scenarios
About 12 minutes of real-world situations — no studying, no preparation, no right answers to memorize.
Get scored across all 7 Principles
Your responses are mapped to each principle to produce a balanced, personalized influence profile.
Receive your strengths and next steps
See where you already excel, where the fastest gains are, and which Cialdini program closes the gap.
What your influence profile measures.
The Influence Assessment evaluates your capabilities across each of the 7 Principles of Persuasion, plus contrast, the amplifier that determines how hard each one lands, producing a personalized influence profile.
Reciprocity
Whether you give first, and whether what you give is worth returning. Measured across goodwill and cooperation.
Commitment & Consistency
Your ability to secure and build upon commitments that drive follow-through and alignment.
Social Proof
Whether you show people what others like them actually did, at the moment they are deciding. Measured across decisions and behavior.
Authority
Your capacity to establish and communicate credibility, expertise, and trustworthy guidance.
Liking
How effectively you build rapport, find common ground, and foster genuine connection.
Scarcity
Your skill at communicating unique value and urgency in ways that motivate timely action.
Unity
How well you create shared identity and belonging to inspire collaboration and loyalty.
Contrast (the amplifier)
Not an eighth principle but the amplifier Dr. Cialdini identified: how well you frame what comes before, so each principle lands harder.
Built for individuals and organizations.
From knowing the gap to closing it.
Knowing your gap is useful; closing it is the point. Wherever your scores reveal the most room to grow, the Institute has a program built to close that gap.
Earn the credential
Turn your results into a recognized qualification with the Cialdini® Certified Practitioner program — a self-paced certification in all 7 Principles.
Go deeper into the science
Explore the research behind every dimension on the 7 Principles of Persuasion page, or browse the full range of Cialdini® Institute programs.
Know exactly where you stand.
Take the Influence Assessment and get a personalized profile across all seven Principles — your strengths, your blind spots, and your fastest path to greater influence. It takes about four honest minutes.
Take the Influence AssessmentDeploying it across a team? Measure my whole team
People like you, putting it to work.
Salespeople, managers, consultants and founders who have trained in the Cialdini method, in 17 countries. Not celebrities — people applying it on Monday morning.
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